Italy's Costa Crociere has become the first international cruise line to be awarded a licence to operate in China.
The company has opened new offices in Shanghai and Hong Kong and expects to carry 55 000 Chinese cruise passengers in its first year of operations from July.
The company's 1000-passenger Costa Allegra is en-route from its former Caribbean base to undergo a six-week, Euro12-million refit in Genoa to broaden its appeal to Chinese tastes.
The company says the ship's current styling is deemed too minimalist for Chinese tastes and the refit will include fountains, statues, and representations of the Colosseum.
The Costa Allegra will begin five-day cruises from Shanghai on July 3.